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I'm a charity marketing specialist in London. I recently wrote about the importance of thanking charity donors, when a donor receives a thoughtful and timely thank-you, multiple psychological responses unfold at once. First, their choice to give is affirmed, strengthening the rewarding emotions tied to their generosity—a phenomenon psychologists call the warm glow effect, where genuine satisfaction becomes linked to your cause. Second, the recognition activates the principle of reciprocity: feeling their contribution was truly appreciated and impactful, the donor becomes more inclined to support your organisation again.
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